400 million yuan advertising "waste": Chen Yao Endorsement net, why hold red donkey net?

Big Star Chen Yao was a "donkey" to rob the limelight? Recently hit a certain endorsement ad, Chen Yao le cheerfully drive a donkey to go to the market, for the Gold Lord endorsement: NET. However, the cute donkey too grab the mirror, the audience remember Yao Chen Drive donkey, is forgotten the site of what what. Finally, CCTV ads bombed out a lace product "catch donkey Net": In just 10 days, "Catch donkey Net" http://www.aliyun.com/zixun/aggregation/20097.html "> Baidu index from dozens of soaring to hundreds of times, the forum also appeared a large number of confused audience asked why not find "catch donkey nets."

This is not the end of the story. "Catch donkey Nets" first time by the net competitor Bai, and obtained a large amount of free traffic. NET even have to "drive donkey nets" this nonsense keyword to buy Baidu's bid ranking ads, an extra pay a lot of expensive. Hundreds of millions of advertising investment, finally fulfilled the "catch donkey Net" of the limelight. Bai only spend more than 200 dollars in the domain name registration fee, it is convenient to pull the donkey to obtain the effect of billions of advertising costs.

NET last year to get 50 million U.S. dollars investment, anxious to give investors an account, the founder also need assiduous, for the internet has not been a hot spot classified information industry for the tone, so "deep pockets" to do up the TV ads. It is said that in 2011 its advertising budget as high as 400 million yuan, ambition is not small, the appetite is very big. But CCTV again good, star again stick, also must have a good idea, can the brand yell loudly. If you do not move your brain to hit the money, or even the Red Peer website, investors money is not spent a bit wronged?

First of all, why does "net" become a "donkey net"? Make such a joke, determined to hit the brand net market team, should give VC write a check, think about how to spend money responsibly. Chen Yao in the advertisement of the name of the site, like to say the various benefits, the appeal is undoubtedly "functional", but Yaotouhuangnao donkey but robbed the limelight, the topic of the problem of serious loss of Coke. TV advertising is a double-edged sword, the interesting point is always magnified by people appreciate, and the boring point is turned a blind eye. Since it is such a simple functional appeal, it is better not to let Chen Yao talk about a story that happened in "net". More of this a donkey is really distracting.

Secondly, what lessons should net learn from the "donkey Drive" incident? NET side in Baidu "Catch donkey Nets" keyword ads, while posing high posture said drive donkey nets are clouds. Its CEO in micro-blog on the words, "catch donkey Net" the flow of less than 1 per thousand. But the opponent Bai only spent more than 200 yuan registration fee, compared to the net 400 million basic can be ignored, cost-effective stand. Catch the donkey net on the Internet hot search, net just make it as a conversation, but Bai in the first time realized that "drive donkey net" may become a wrong creative revenue site, its market sense of acumen, the rapid line of soldiers, to skillfully dial the strategy, are net in the scale expansion, capital expansion process to learn. Otherwise, net how to explain to the VC why Bai can be less than 30 people's staff size, the least market input, has always maintained the first echelon of the domestic classification site position? NET 900 people + 400 million the advantages of the launch?

It is said that with the intensive launch of Chen Yao ads, the industry discussed the constant warming, Bai's "Drive donkey net" traffic soared. Donkey logo and spoof slogan "Drive donkey nets, what not?" "Even sparked a crowd of fans. NET now to catch up, the "donkey" for "set", in addition to buy Baidu keyword, may take the initiative to put down the body, will "drive donkey" embarrassing affair active marketing, and then let netizens ridicule some, may be able to surprise. Of course, the next time you advertise, the cost can be spent less and more refined. The best way is to allow users to create selling points, supplemented by social media network transmission. Even the spokesperson Chen Yao said, to solicit ideas from netizens is not better. This is the magic of the Internet: The money is good, but the idea is certainly more ferocious; the money has not spent, things have been done, this is the highest level of internet advertising.

This article source: HC Net